Over the past couple of years, it has been a real evolution of SEO. Best practices have evolved in what many are starting to call WPO or Web Presence Optimization. This is about optimizing content and web properties across your ecommerce brand's entire web presence. This includes your ecommerce sites, blogs and blog posts, web 2.0's, press releases, and social media profiles to name a few.
By embracing Web Presence Optimization over SEO in 2015, you will be able to better maximize your organic ranking in the search engines. Web presence optimization is about optimizing all touch points that users can take to interact with your ecommerce brand. This way you can ensure that during all phases of their online research your potential customers willbe able to find your business.
These days is becomes important that businesses track, measure, and manage their entire web presence and have insight into their digital footprint in order to improve their organic search results. The SEO landscape has changed over the last years, since the introduction of the new Google algorithm updates, Search Plus and Google+. A new theory and practice has appeared, called the hierarchy of Web presence optimization.
The hierarchy of web presence optimization should include the following five tiers:
1. Technical SEO Fundamentals & Foundation
2. Keyword and Competitive Research
3. Optimized Content Marketing Plan
4. Publish, Socialize & Share Content
5. Measure & Improve
The idea that stays at the base of this theory comes from the belief that organic search success can be achieved only after implementing the basic fundamentals. Web presence optimization has the purpose of promoting your online brand for awareness, better visibility, and recognition. Crafting a web presence optimization strategy should focus on aspects of SEO, search engine marketing, social media marketing, website optimization, and content marketing.
Unlike traditional forms of web marketing and SEO, WPO combines in a synergy all digital touch points and online marketing channels with impact on awareness and brand visibility. Optimizing brand presence means building meaningful connections that promote lasting exposure in the search engine results and sustainable social relationships. So web presence optimization is an evolved form of SEO that introduces Google Plus into the SEO picture of your website and have the search results more socially integrated.
Web presence optimization can help you to adapt your ecommerce brand to the significant changes that took place in SEO over the last years. Among the various elements that make up a web presence optimization strategy are included Search Marketing (SEO and PPC Advertising), Social Media Marketing, Content Marketing, and Off-site Marketing (non-Internet strategies that can lead to more web traffic, such as "Review Us on Yelp" postings on storefronts, etc.). In essence, these efforts center on web presence management marketing or the effort that goes into such strategies.
These powerful strategies can have a lasting impact on your brand image. Web presence optimization focuses on establishing a trustworthy, credible, and visible web presence. Such a strategy seeks totake advantage of the most relevant social media platforms in order to maximize your company’s exposure in the search engine results. Whether via PPC advertising, social media marketing, organic SEO, or mobile marketing, your successful brand campaign depends upon the optimization of your consumer touch points and your brand’s primary marketing platforms.
As SEO evolves, you have to adapt and start using new tactics, techniques, and tools. For the year 2015 it is recommended that you embrace Web presence optimization over the traditional search engine optimization. You can use the hierarchy of web presence optimization as a guide to your in-house SEO efforts, in your sales conversations and implementation processes.
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